Fashion contest "FAMILY LOOK"

Public contest in social network VK

Task

In the context of SMM-campaign announcing Pearl Plaza shopping mall opening, develop and conduct the family contest that will attract additional audience to the grand opening ceremony.

Solution

Needless to say, the main visitors of the brand group in VK are young mummies: trendy, stylish and smart. They make every effort to shape their family in the same way and show (and also prove) it to others. We gave them a chance to do it in the creativity competition FamilyLook. The contest mechanics is simple: the group participants (mostly female) posted smart photos of their harmonious and stylish families to a special gallery. Every week, the jury selected top-10 photos gaining most of users' likes and comments, and out of all winners ten finalists were selected. All the contest finalists took part in the fashion show during Pearl Plaza opening ceremony on August 24 demonstrating the tenants' clothes. All family members walked through runway! Special jury selected three winning families. The exciting event attracted great number of competitors and audience at runway.